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Category
Fusion Pencil
Annual ID
OS_FP21_001F
About the Work
This Girl Can helps women smash through barriers preventing them from exercise by sticking two fingers up at judgment. And in 2020, this means celebrating real women defying some of society’s most entrenched judgements about periods, menopause, LGBTQ+ and disability inclusion and more, all with our ‘don’t give a damn’ spirit. This includes a mother breastfeeding before heading to netball, a transgender climber scaling a wall with friends, and a woman pulling up leggings over a visible tampon string before stretching out in yoga – a first for an ad not selling sanitary products.
In the latest phase of our campaign, we wanted to ensure that we maintained the standard set by This Girl Can of authentically representing what being active looks like to all women. Whereas our previous work had tackled emotional and practical barriers to being active, we were now expanding our remit to tackle the societal barriers that can keep women out of sport. This meant exploring narratives that often go unspoken, and required women on both sides of the camera dedicated to making a wider set of voices heard.
The women in our 2020 campaign reflect a more inclusive portrait of women in the UK than ever before, elevating underrepresented experiences of real women in England as they tackle life and sport. And with a nearly 100% female core creative team that included women of colour, disabled women, and queer women, we represent a welcome step-change from industry norms behind the scenes as well.
This was a true collaboration between the agency, the production team, and the women in our ads. Together, we shouted loud and proud: no matter who you are, no one gets to choose how you exercise other than you. And whatever that looks like, we think it’s worth celebrating.
In the latest phase of our campaign, we wanted to ensure that we maintained the standard set by This Girl Can of authentically representing what being active looks like to all women. Whereas our previous work had tackled emotional and practical barriers to being active, we were now expanding our remit to tackle the societal barriers that can keep women out of sport. This meant exploring narratives that often go unspoken, and required women on both sides of the camera dedicated to making a wider set of voices heard.
The women in our 2020 campaign reflect a more inclusive portrait of women in the UK than ever before, elevating underrepresented experiences of real women in England as they tackle life and sport. And with a nearly 100% female core creative team that included women of colour, disabled women, and queer women, we represent a welcome step-change from industry norms behind the scenes as well.
This was a true collaboration between the agency, the production team, and the women in our ads. Together, we shouted loud and proud: no matter who you are, no one gets to choose how you exercise other than you. And whatever that looks like, we think it’s worth celebrating.
2021 Awards
Total Points: 90
Fusion Pencil
Credits
Agency
FCB Inferno / London
Carat / London
Mediacom / London
PR / Marketing Agency
Freud Communications / London
Production Company
Partizan / London
Chief Creative Officer
Owen Lee
Chief Marketing Officer
Sharon Jiggins
Designer
Max Fox
Director
Ali Kurr
Director of Photography
Molly Manning Walker
Ula Patinkos
Editor
Matt Nee
Producer
Rosie Litterick
Isabella Wakely
Strategy Director
Laura Pirkis
Tom Lindo
Senior Art Director
Nicole Chen
Senior Copywriter
Sarah Lefkowith
Account Manager
Becky Glover
Audio
Jamie Thomas
Casting
Leanne Flinn
Creative Partner
Al Young
Creative Producer
Russell Mallows
Director of Production
Nikki Chapman
Flame
Ian Baker
Rob Ellis
Head of Artwork
Richard Bagley
Joint Design Lead
Sarni Strachan
Production Manager
Jack Bristow
Senior Account Director
Emily Whiteaway
Senior Colourist
Nick Dolby
Senior Editor
Jude Moore
Stills Photographer
Lauren Maccabee
TV Producer
Hanna Davis
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